TESTBOOK · EDTECH CASE STUDY
From test-prep challenger to household name.
How Equations helped India's test-prep challenger become a household name in government-exam preparation.
THE OBJECTIVE
Building awareness, adoption, authority and category leadership.
Establish Testbook as a leading player
Establish Testbook as a leading player in India's education-technology landscape.
Drive awareness and adoption
Drive awareness and adoption of Testbook's government-job entrance exam prep platform among Indian students.
Position Testbook as a pioneer in 360° digital learning
End-to-end preparation under one roof.
Build the founders' reputation
Build the founders' reputation as thought leaders in the Indian EdTech conversation.
Millions of Indian students preparing for SSC, Banking, Railway and State exams.
OUR STRATEGY
Three Pillars
Built a content-marketing engine
Built a content-marketing engine producing high-quality educational material — study guides, mocks and explainers — that Indian students actively share.
Elevated the founders
Elevated the founders into the conversation around government-job exams, positioning Testbook as the voice of authority on Indian public-sector careers.
Fostered a strong sense of community
Fostered a strong sense of community among Testbook users — aspirants, toppers and mentors — creating an engaged ecosystem that spreads organically.
THE IMPACT
Results that moved Testbook into the spotlight.
FEATURED COVERAGE
Coverage across India's leading education, business and mainstream publications.
Equations multiplied Testbook's media footprint, securing coverage in 100+ top-tier publications including The Hindu, The Financial Express, livemint and Education Times.
Testbook moved into the spotlight.
Strategic campaigns catapulted Testbook into the spotlight as the premier EdTech platform and an indispensable guide for government-exam aspirants across India.
Equations PR & Media
Public Relations · Thought Leadership · Strategic Communications
Contact UsTESTBOOK · EDTECH CASE STUDY
From test-prep challenger to household name.
How Equations helped India’s test-prep challenger become a household name in government-exam preparation.
INDIA
EDTECH
PUBLIC RELATIONS
THOUGHT LEADERSHIP
THE OBJECTIVE
Building awareness, adoption, authority and category leadership.
01
Establish Testbook as a leading player
Establish Testbook as a leading player in India’s education-technology landscape.
02
Drive awareness and adoption
Drive awareness and adoption of Testbook’s government-job entrance exam prep platform among Indian students.
03
Position Testbook as a pioneer in 360° digital learning
End-to-end preparation under one roof.
04
Build the founders' reputation
Build the founders’ reputation as thought leaders in the Indian EdTech conversation.
THE IMPACT
Results that moved Testbook into the spotlight.
4X
Visibility Gain
Equations multiplied Testbook’s media footprint.
100+
Coverage & Mentions
Surge in brand mentions across business & BFSI press from year one.
#1
Industry Standing
Strategic campaigns catapulted Testbook into the spotlight as the premier EdTech platform.
FEATURED COVERAGE
Coverage across India’s leading education, business and mainstream publications.
Equations multiplied Testbook’s media footprint, securing coverage in 100+ top-tier publications including The Hindu, The Financial Express, livemint and Education Times.
The Hindu
The Financial Express
DIGITAL
livemint
DIGITAL
Education Times
TV
Zee Business
THE RESULT
Testbook moved into the spotlight.
Strategic campaigns catapulted Testbook into the spotlight as the premier EdTech platform and an indispensable guide for government-exam aspirants across India.
testbook
Revolutionizing EdTech for Government Exam Aspirants
Testbook is an EdTech platform dedicated to helping students prepare for government job exams in India, providing tailored resources and tools for success.
Challenge
Stand out in a crowded Ed Tech market, build recognition in the competitive government exam prep space, and establish credibility for the platform and its leadership.
SOLUTION
Highlighted Testbook’s unique value through student-centric media stories, Positioned Ashutosh Kumar as a thought leader via interviews and features. Focused on educational tips, exam strategies, and success stories for deeper audience engagement.
Objective
Position Testbook as a leader in EdTech for government exam prep while increasing brand visibility and establishing the leadership of the senior management viz. Ashutosh Kumar.
APPROACH
Our approach was rooted in consistent, strategic media outreach and leveraging the power of storytelling:
Building Leadership Authority: We elevated Testbook’s leadership by positioning Ashutosh Kumar as a thought leader through strategic media interviews, expert commentary, and active participation in key education forums.
Highlighting Real-World Impact: Through student-centric articles and case studies, we showcased the tangible benefits of Testbook’s exam preparation tools, helping students succeed in competitive exams.
Creating Buzz Through High-Impact Stories and Listicles: By pitching engaging stories focused on exam tips, student success, and Testbook’s growing impact, we generated visibility across top-tier media like Economic Times, Times of India, and niche education outlets.
Maintaining Momentum with Timely Content: We ensured consistent media coverage with content aligned to exam schedules, platform updates, and education-related trends, keeping Testbook top-of-mind for students.
IMPACT
100+
media placements
20%
increase in student engagement through media-driven content and tips.
50%
growth in brand recall among government exam aspirants.
